Walmart introduces hybrid loyalty program

(Author : Mike Troy)Walmart and its financial services partners have added a loyalty component to credit, debit and prepaid card offerings that provide an extra incentive to make online purchase.

Holders of the Walmart Credit Card and Walmart MoneyCard will be able to receive 1% to 3% back on purchases depending on the type of product and whether the purchase is made in store or online. Branded as 3-2-1 Save, Walmart contends the new program offers shoppers a simplified rewards value proposition and brings even more value to the everyday purchases customers make using the Walmart family of credit and prepaid cards, issued and administered by Synchrony Bank and Green Dot Bank.

In addition to rewarding existing card holders, the program could incent other shoppers to sign up for Walmart’s payment products and encourage more online purchases. That’s because shoppers can receive 3% back on purchases made on Walmart.com, including orders shipped to store, whereas purchased made in store offer 1% back. Two percent back is offered on fuel purchases.

“We’re always looking for ways we can create and change products and services to make them even better for our customers,” said Daniel Eckert, senior vice president, services, Walmart U.S. “The Walmart MoneyCard and Walmart Credit Card have proven to be valuable tools in our customers’ wallets, helping them manage their money for less. The new 3-2-1 Save program simplifies and strengthens the card proposition for more than 10 million cardholders and helps add even more value to their Walmart purchases no matter how they choose to shop with us.”

Walmart has long shunned any type of loyalty program as being inconsistent with its every day low price value propositions, so its new arrangement with financial services partners is a notable shift.
The retailer has offered a co-branded credit card since 1999 and introduced its prepaid moneycard in 2009.

“The new 3-2-1 Save program aligns with Walmart’s mission for consumers to save money and live better,” said Tom Quindlen, executive vice president and CEO, Retail Cards, Synchrony Financial. “We are excited about this program as it also recognizes the increasing shift toward online and mobile shopping and is the first credit card program designed to offer Walmart cardholders even greater savings on their online purchases.”